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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Course content
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- Design of quantitative research; - Quantitative research process; - Formulation of statistical hypotheses; - Methods and techniques of quantitative research in social sciences; - Assembling a questionnaire and other tools for quantitative research; - Collection fo quantitative data; - Hypotheses testing; - Statistical testing of data from optional and enumerative questions; - Statistical testing of numeric data; - Correlation and regression analysis; - Cluster analysis; - Statistical testing in commonly available and specialized statistical programs; - Data interpretation, rules of verbal and written presentations.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Preparation for course credit
- 14 hours per semester
- Term paper
- 10 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of the principles of quantitative research design |
| knowledge of the principles of quantitative research design |
| knowledge of the specifics of individual methods of quantitative research |
| knowledge of the specifics of individual methods of quantitative research |
| knowledge of the definition of the basic and sample set |
| knowledge of the definition of the basic and sample set |
| knowledge of ways of using the basic statistical indicators |
| knowledge of ways of using the basic statistical indicators |
| knowledge of the possibilities of presenting the results of quantitative research |
| knowledge of the possibilities of presenting the results of quantitative research |
| Skills |
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| create a quantitative research design |
| create a quantitative research design |
| choose an appropriate research method according to research assignment |
| choose an appropriate research method according to research assignment |
| define the basic and sample set in relation to the research assignment |
| define the basic and sample set in relation to the research assignment |
| choose appropriate statistical indicators according to the nature of the data |
| choose appropriate statistical indicators according to the nature of the data |
| interpret quantitative data and present research findings |
| interpret quantitative data and present research findings |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Exercises on PC |
| Exercises on PC |
| Skills |
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| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Bradley, Nigel. Marketing research : tools & techniques. Oxford : Oxford University Press, 2013. ISBN 978-0-19-965509-0.
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HENDL, J., REMR, J. Metody výzkumu a evaluace. Praha: Portál,, 2017. ISBN 978-80-262-1192-1.
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Hendl, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha : Portál, 2016. ISBN 978-80-262-0982-9.
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Kozel, Roman; Mynářová, Lenka; Svobodová, Hana. Moderní metody a techniky marketingového výzkumu. Praha : Grada, 2011. ISBN 978-80-247-3527-6.
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Malhotra, Naresh K. Basic marketing research : a decision-making approach. 3rd ed. Upper Saddle River, N.J. : Pearson/Prentice Hall, 2009. ISBN 978-0-13-502414-0.
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Tahal, Radek a kol. Marketingový výzkum : postupy, metody, trendy. Praha : Grada, 2017. ISBN 978-80-271-0206-8.
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